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International Conference on Electronic Commerce and Web Technologies

EC-Web 2013: E-Commerce and Web Technologies pp 150–161Cite as

Matching Ads in a Collaborative Advertising System

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Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 152))

Abstract

Classical contextual advertising systems suggest suitable ads to a given webpage, without relying on further information – i.e. just analyzing its content. Although we agree that the target webpage is important for selecting ads, in this paper we concentrate on the importance of taking into account also information extracted from the webpages that link the target webpage (inlinks). According to this insight, contextual advertising can be viewed as a collaborative filtering process, in which selecting a suitable ad corresponds to estimate to which extent the ad matches the characteristics of the “current user” (the webpage), together with the characteristics of similar users (the inlinks). We claim that, in so doing, the envisioned collaborative approach is able to improve classical contextual advertising. Experiments have been performed comparing a collaborative system implemented in accordance with the proposed approach against (i) a classical content-based system and (ii) a system that relies only on the content of similar pages (disregarding the target webpage). Experimental results confirm the validity of the approach.

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Author information

Authors and Affiliations

  1. Department of Electrical and Electronic Engineering, University of Cagliari, Italy

    Giuliano Armano & Alessandro Giuliani

Authors
  1. Giuliano Armano
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  2. Alessandro Giuliani
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Editor information

Editors and Affiliations

  1. Institute of Software Technology and Interactive Systems, , Business Informatics Group (BIG), Vienna University of Technology, Favoritenstrasse 9 - 11 / 188-3, 1040, Vienna, Austria

    Christian Huemer

  2. Dipartimento di Informatica, Università di Bari, Via E. Orabona, 4, I70126, Bari, Italy

    Pasquale Lops

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Armano, G., Giuliani, A. (2013). Matching Ads in a Collaborative Advertising System. In: Huemer, C., Lops, P. (eds) E-Commerce and Web Technologies. EC-Web 2013. Lecture Notes in Business Information Processing, vol 152. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-39878-0_14

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  • DOI: https://doi.org/10.1007/978-3-642-39878-0_14

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-39877-3

  • Online ISBN: 978-3-642-39878-0

  • eBook Packages: Computer ScienceComputer Science (R0)

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